摘要
进入21世纪,世界各国对环境保护越来越重视,建筑节能作为环境
保护的重要环节也逐渐被各国认可。在所有建筑能耗中,墙体节能隔热技
术对降低建筑物能耗以及提升居住舒适度关系举足轻重,因此墙体节能技
术应运而生并且发展迅猛。从国内外建筑物物墙体节能技术的发展历程来
看,建筑外墙外保温技术逐渐成为建筑物墙体节能技术最为主要和广泛使
用的技术。建筑物外墙保温材料市场认可度逐渐提高,具有广阔的市场前
景。我国建筑保温发展历史不长,从上世纪七十年代才开始普及,截至2016
年,全国从事建筑保温的企业己达上万家,数目虽然较多,但是大多数企
业规模偏小,外墙保温市场竞争秩序不规范且竞争激烈。面对复杂形势,
专注于外墙外保温产品的新盛墙体节能材料有限公司如何正确把握市场
机遇,提高自身竞争力,制定科学、有效的市场竞争战略显得尤为重要

本文首先在理论综述部分简述了该课题的研宄背景,并对战略管理发
展历史和现状进行描述,其次给出了相关研宄的理论基础,详述了企业战
略管理的本质、特点及分类。而后,对新盛公司外部环境进行了详细剖析,
对墙体节能材料行业外部环境进行研宄,运用PEST分析工具进行宏观环
境分析。并在此基础上,采用“五力”模型对企业竞争能力作出分析,确
保新盛企业更加清楚看到现在所处行业的竞争形势和所处位置。同时,对
新盛公司内部环境进行逐项分析后,初步得出公司内部环境的优势和不
足。然后运用SWOT矩阵,分析出影响企业发展的主要矛盾,并运用QSPM
方法进行战略评价与选择。最后,本文根据采用战略决策选择提出详细可
实施的战略建议,制定符合当前形势的市场规范制度,增强核心竞争力的
良性竞争关系,最终确保企业达到持续稳步健康发展的战略要求

关键词:新盛公司,墙体节能,竞争战略
I
mm
Research on Competition Strategy of Xinsheng Wall
Energy-saving Limited Company
Abstract
Since 21st century, many countries from the world is paying more
attention to environmental protection. Energy-conservation of building as an
important part of environmental protection has gradually become a concern of
countries. In all kinds of building’s energy consumption, energy-saving
insulation technology of wall brings a huge effect on reducing building energy
consumption and enhancing the standard of living. Therefore, the wall’s
energy-saving technology (WEST) came into being. According to the domestic
and international development of wall’s WEST, the external wall’s insulation
(EWI) technology has gradually become the most important and widely used
technology in WEST field. Building exterior insulation materials are gradually
recognized by public, and with a broad prospect. The history of building’s
insulation is not long enough, just from the 70s of last century. By 2016,
China&39;s enterprises engaged in building insulation area. It has reached 10,000,
a huge number, but most enterprises have small scale, EWI’s market
competition is force but without formal standard. How to grasp the market
opportunities; how to enhance competitive ability and how to make reasonable
strategies become an essential issue for Xinsheng Company which focus on the
EWI products.
In this paper, including the background of the research is briefly
described in the the theoretical part; the history and current situation of the
strategy management. Besides, the theoretical basis of the related research is
given. Detailing the nature and characteristics of enterprise strategic
management and classification. In addition, analyzing the external
environment of Xinsheng Company; studying the outside environment of the
wall energy-saving materials industry of Xin Sheng Company; and using the
PEST tool to analyze the macro environment. On this basis, analyzing the use
of five force model of enterprises5 competitiveness, so that the Xinsheng
company will be more clearly observe the current competitive form and the
current status of itself. After research on Xinsheng company&39;s internal
ii
construction, people can obtain the pros and cons of the company. Then the
SWOT matrix is used to analyze the main contradiction which affects the
development of the enterprise, and the QSPM method is used to evaluate and
select the strategy. Finally, according to the strategic decision-making options
adopted in this paper, I put forward the detailed and feasible strategic
suggestions. The aim the these suggestions is to establish the market policy
under current tendency; to improve the core competitiveness of the enterprise
and to achieve the strategic goal of the long-term.
Key words: Xinsheng company, Wall Energy-saving Technology, Competitive
strategy
hi
目录
第1章绪论 1
1.1研究背景、目的及意义1.1.1研究背景 1
1.1.2研究目的 1
1.1.3研究意义 2
1.2研宄内容 2
1.3研宄方法 3
第2章文献综述2.1企业战略理论2.1.1企业战略理论的含义2.1.2战略管理的层次2.2竞争战略的内涵2.2.1竞争战略的定义2.2.2竞争战略的主流学派2_2.3竞争战略的发展第3章战略环境分析3.]新盛公司的发展概况3.1.1公司概况 9
3.1.2主要产品分类3.1.3公司经营状况3.2企业外部环境分析3.2.1宏观环境分析3.2.2行业环境分析3.3企业内部环境分析3.3.1组织结构分析3.3.2人力资源管理分析3.2.3财务核算状况分析3.2.4技术开发能力分析
21
3.3.5生产及运输管理
22
3.3.6售后服务管理
22
3.3.7绩效考核制度
22
IV
3.3.8 小结 23
第4章新盛公司竞争战略选择和制定
24
4.1新盛公司竞争战略的SWOT分析
24
4.2竞争战略的可行性分析
26
4.3竞争战略的选择与制定
28
第5章新盛公司实施企业竞争战略的保障措施
30
5.1优化组织结构
30
5.2优化财务核算
31
5.3优化产品生产环节
32
5.3.1优化采购过程
32
5.3.2优化生产过程
33
5.3.3减少产品库存
34
5.4优化人力资源管理
34
5.5优化市场营销和销售
37
第6章结论 39
参考文献 40
猶 42
V
目录
Chaper 1 Introduction1.1 Background, purpose and significance of research1.1.1 Background of research1.1.2 Purpose of research1.1.3 Significance of research1.2 Research contents1.3 Research methordsChapter 2 Theoretical basis2.1 The implication and the level of strategic management2.1.1 Implication 4
2.1.2 Levels 5
2.2 The implication 1 of Competitive strategy management2.2.1 Definition 6
2.2.2 Mainstream school2.2.3 DevelopmentChapter 3 Analysis of the strategy environment3.1 Introduction of Xinsheng company3.1.1 Company profile3.1.2 Major product categories3.1.3 Operating conditions3.2 Analysis of the external environment3.2.1 The macro external environment of Xinsheng company3.2.2 Industry environment analysis3.3 Analysis of the internal environment3.3.1 Organizational structure analysis3.3.2 Human resource management analysis3.2.3 Analysis of financial management3.2.4 Technical development capability analysis
21
3.3.5 Production and transportation management
22
33.6 Service management
22
3.3.7 Performance appraisal system
22
VI
3.3.8 Summary 23
Chapter 4 Xinsheng company competitive strategy choic
24
4.1 SWOT matrix analysis of Xinsheng company
24
4.2 Feasibility analysis of competitive strategy
26
4.3 Evaluation and development of competitive strategy
28
Chapter 5 Security measures for the implementation of the development
strategy 30
5.1 Optimize organizational structure
30
5.2 Optimize financial management
31
5.3 Optimize the production process
.32
5.3.1 Optimize
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